آژانس تبلیغاتی بادکوبه - Badkoobeh Advertising Agency

The research department of Badkoobeh full service advertising agency has been conducting projects to further analyze various products of different categories. The article you are about to read is an abstract of the outcome of such research on household products specially focusing on Refrigerators.

History shows humanity has always been searching for something to cool them down in the hottest situations. About 1700 BC a Persian king ordered to build such cooling room (Refrigerators) so that everyone can have access to cool water.

In ancient Persia, Refrigerators (cooling room) was made in order to make and storage Ice. Normally each Refrigerators (cooling room) included a Pound, high wall called “Hesar” (Fence) on the southern corner of the pound and a domical shape storage called “khazane”.  

Now a days, about 76 percent of Iranian families own different models of Refrigerator and Freezer (either one peace, Splits or Side by Sides).  Among this number, 71 percent  have 2door (Split) Refrigerator, 16 percent have Side by Side and 3door or 4door Refrigerators due to having high price are less seen and are only used by high class society population.

Split Refrigerator and Freeze have a unique feature of taking less space in kitchens as well as having reasonable price compare to other models, are highly used by middle class society.

Based on last year’s qualitative analysis done by Badkoobeh Ad agency, Top of Mind brands for Iranian families can be listed as Samsung, LG and Bosch. And among Iranian brands we can name: Electrosteal, Pars and Pars Khazar.

Quantitative analysis shows the majority of brands used by Iranian society are: Samsung, LG, and Emersan.

In general, research shows that when it comes to home appliances, Iranians are more drawn to foreign brands. In other words, the outcome of this research shown that buyer tend to purchase a foreign Refrigerators brand. Mostly Iranian refrigerator brands are bought if the budget is not enough for buying a foreign one. We normally see Iranian brands in work places and less luxury places.

There are 2 type of groups when it comes to buying refrigerators. One are newlyweds whom even not having enough budget for purchasing well- known  foreign fridge brand, they try to buy something close to them. And there is the second group, families being married for over 15 years and are looking to refurnish their house.  

Even though there is a high tendency towards foreign brands but that’s not the only factor effecting this tendency. Factors such as quality, design, guaranty, warranty after sales services, recommendations and social class.

In general, refrigerator can be count as one of the most important and long lasting product in Iran, and from both parties point of view (seller and buyer) 2 factors of quality and design influence it market. Quality consists of guaranty, warranty and the type of engine and for the design usually factors such as color, space and innovation of the design can be take into consideration.  In addition to all this, Performance and Efficiency, are other key indicators in products features which can be indicated by the inner space of every refrigerator.  In this industry the sellers’ advice is very effective.

Based on the data gathered form this analysis, the consummation behavior in Iran shows, Iran’s home appliances market has great potential for foreign brands. As for example, brands such as LG and other foreign brands hold enormous share of this market to themselves. It should be mentioned Iranian brands such as Himalia and Emersan do have considerable share of this market.

What is important here is the difference in the target audience for Iranian and Foreign brands. The target audience for foreign brands are middle class social group moving to high class (AB and C1) and for Iranian brands are usually families in middle social class going downwards to lower class. However, since the position of brands is different in society, therefore, for positioning the product, choosing the right target audience and introducing the product to them, concerns and challenges of the target audience for each brand, must be taken in to consideration.